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💵 Pricing Strategy

WellWalla Chief Financial Officer | v1.0 | February 2026

Pricing Philosophy

WellWalla positions as the accessible, transparent alternative to overpriced direct-to-consumer lab testing. We beat competitors on price while maintaining healthy margins.

Core Principle: Transparent pricing for patients. We do NOT disclose business margins or supplier relationships publicly.

Lab Test Pricing Rules

Margin Floor

Minimum Retail Price = Wholesale × 3.0

Every test must maintain at least 3x margin (200% gross profit). Tests below this threshold require Chairman approval.

Competitive Pricing Algorithm

  1. Identify lowest competitor price (WalkInLab, Quest Direct, Labcorp OnDemand)
  2. Set our price at lowest competitor − $0.01
  3. Verify margin ≥ 3x; if not, flag for review
  4. Use .99 or .49 price endings only
WellWalla Price = MIN(Competitor Price − $0.01, Wholesale × 4)

No Competitor Found

If no direct competitor exists for a test, use 4x wholesale as default pricing.

⚠️ Never price below 3x wholesale — even to beat competitors. These tests go on the margin review list for Chairman decision.

Competitor Tracking

Competitor Position Pricing Level
WalkInLab Price leader Lowest (beat by $0.01)
Quest Direct / QuestHealth Direct from lab Medium (often + $6 fee)
Labcorp OnDemand Direct from lab Higher
AnyLabTestNow Franchise network Varies (no online pricing)
Function Health Premium membership $499-999/year (different model)

Supplement Pricing

Fullscript Integration

Supplements are sourced through Fullscript's practitioner platform.

🚫 Never display wholesale prices on any customer-facing material. Always convert to retail/MSRP.

Margin Structure

Category Typical Margin Display
Supplements 25-35% Opaque (range only on public pages)
Lab Tests 200-400% Transparent (actual price shown)

Public pages: Show price ranges ("from $X") until login

After login: Show actual Fullscript pricing with buy button

Pricing Tools

Database Lookup

SELECT * FROM get_test_price('706994');

Returns wholesale, 3x minimum, and 4x suggested price.

Margin Calculator

SELECT * FROM calculate_margin('706994', 67.99);

Returns margin multiplier and whether it meets 3x minimum.

Shell Script

~/Desktop/Einstein Research/tools/pricing-lookup.sh 706994

Quick command-line lookup with cross-reference.

Review Process

Margin Review List

Tests that cannot meet 3x margin while remaining competitive go on the review list:

~/Desktop/Einstein Research/pricing/margin-review-list.md

Options for Low-Margin Tests

  1. Accept lower margin — Chairman approval required
  2. Bundle only — Include in panels, no standalone
  3. Find alternate source — Check other suppliers
  4. "Coming Soon" — Show page without pricing

Approval Authority

Every penny of expenditure requires Chairman approval during bootstrapping phase. CFO prepares analysis and recommendation; Chairman approves.

Subscription Pricing (Planned)

Package Frequency Target Price Discount
Diabetic Monitoring Quarterly A1c $XX/quarter 10-15%
TRT Monitoring Monthly/Quarterly $XX/period 10-15%
Wellness Annual Annual panel $XXX/year 20%

Pricing TBD based on component test costs.